UNITED STATES
Choice continued its leadership in
the U.S. lodging industry in 1998 with
3,039 hotels open and 866 under development
under the brand names Comfort,
Quality, Clarion, Sleep Inn, Econo Lodge,
Rodeway Inn and MainStay Suites.
It was a year of honors and tributes
as the editors of Entrepreneur magazine
named Choice the top lodging franchisor
of the year, Consumer Reports recognized
the Sleep Inn brand as the nation's top
budget chain and Success magazine rated
the Comfort and Quality brands among
the top franchises.
A highlight of the year was the
launch of the Guest Privileges frequent-stay
program, designed to generate repeat
business and build loyalty with existing
customers by awarding points that can be
redeemed for room nights, gift certificates
and vacations in exotic destinations.
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THE AMERICAS
Choice Atlantica Hotels, master franchisor
for Choice in most of South
America, announced plans to develop
140 Comfort, Quality, Clarion and Sleep
Inn hotels during the next five years
beginning with three hotels in Brazil
(starting with a 117-room property in
Sao Paulo).
Nicholas Brady, former U.S. Treasury
secretary who recently was named vice
chairman of the Choice Atlantica board,
explained the decision, saying the "growing
volume of international business travelers
to markets throughout the continent
is boosting demand for high-quality, reputable,
well-run hotels."
For the third consecutive year,
Choice Hotels Canada was named the
Hotel Chain of the Year by the North
West Commercial Travelers' Association
of Canada.
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EUROPE, MIDDLE EAST & AFRICA
Friendly Hotels, Choice's master
franchisor for western Europe,
announced plans to develop 750 hotels
within the next decade. At year's end, the
Choice Hotels Europe portfolio included
241 hotels open and 41 under development
in the United Kingdom, France,
Germany, Belgium, Ireland, Italy,
Switzerland, Portugal and Spain.
Choice Hotels Europe launched its
own frequent-stay program, the Favoured
Guest Card, which awards one free night
for 10 paid stays at its hotels in the
United Kingdom, Ireland and France.
Choice Hotels Scandinavia consolidated
its formidable position in Sweden,
Norway and Denmark by integrating
hotels acquired as a result of the previous
year's acquisition of the Inter-Nor, Home
Hotels and Eurostop hotel groups. At year's
end the master franchisor's portfolio stood
at 84 hotels and one under development.
Choice's own direct development will
continue to focus on key cities in the
Middle East, Mediterranean countries and
major African destinations
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ASIA/PACIFIC
Choice formed a strategic alliance
with Flag International Limited to create
the largest hotel franchising company in
Australia. At year's end, the new Flag
Choice Hotels organization included 537
hotels in Australia, New Zealand, Fiji and
Papua New Guinea. The Quality brand is
now the leading mid-market hotel product
in New Zealand.
Quality and Clarion brand hotels are
targeted for major gateway locations that
are fast-growing and supported by business
travel.
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